And trying to sell Big Brother (and copies of the paper) on it's sex content isn't exactly a new tactic for the Star either. Housemates will 'strut their naked stuff' or the programme will be 'full of naked romps' or it will be the 'sexiest Big Bro ever'. So for today's paper to claim this is a 'shock plan' is nonsense. It's the same tired old 'plan' that the Star claims is afoot every year.

Helpfully, MailOnline's JJ Anisiobi has joined the ad campaign, copying-and-pasting the Star's article into a 'story' which claims the series is already 'courting controversy'.